Profile by Sanford makes debut at national retail convention

The fast-growing Profile by Sanford is reaching out to brokers nationwide at this week’s RECON event in Las Vegas.

Profile is scheduled to have its 50th store open in the next few weeks and has 119 stores in development across the country.

“The growth trajectory is rather startling. But it’s been fun to watch this team get their arms around it and not only handle it but excel at getting these open and running around the country,” said Kurt Brost, Sanford Health’s director of real estate services.

Brost and NAI’s Gregg Brown are teaming up for meetings this week at the convention put on by the International Council of Shopping Centers. NAI has served as the master broker for Profile since last fall.

“In markets where we had little to no experience, I felt it was important to get local brokers with insight into these markets,” said Brost, who is a former NAI broker. “It helps to have a relationship with the landlords and developers. You want to have someone who can tell that story and get your foot in the door.”

In markets where NAI has an office handling retail deals, Brown will work through that person. In other markets, he reaches out to different brokerage firms for representation.

“We try to pick the best retail broker in the trenches who knows the market cold and knows the owners and spaces that will become available,” Brown said. “A lot of times, these retail markets are tight, and when you’re trying to find 2,000 square feet in a strip center and competing against other concepts entering the market in major markets, it can be frustrating. So the local brokers really run with it and help execute.”

This week, they will meet with brokers representing markets from Houston to Tampa and Boston to Colorado. In some markets, multiple franchises are looking for Profile locations in different territories.

“There’s a strong Midwest presence, and the East Coast is building out quickly along the eastern seaboard with multiple cities in Florida and North Carolina,” Brost said. “We haven’t hit D.C. yet, but we just did Philadelphia and then New York and Boston, so we’re getting there for the East Coast.”

Demand has been so strong, Brost and Brown are attending RECON one year sooner than they planned.

“It’s been fun to see this just explode and see the reactions from all over the country to what we’re doing,” Brost said. “We have developers and brokers who have heard about the concept and are reaching out to us.”

They also brought samples of Profile food products to help tell the brand’s unique story of blending health care-based research into a weight management and nutrition business.

All together, they are meeting with representatives of at least 22 markets this week, hoping to secure the right storefronts to pave the way for Profile’s success.

“Your real estate won’t guarantee success, but it sure can hurt you,” Brost said. “We try to drive home the idea that it’s critical you don’t make a mistake on your first entry in the market.”